Define Stage
Ideate Stage
PROBLEM STATEMENT :
Because the convenientness of using plastic most people prever using them causing more plastic to be use and thrown away carelessly after, which leads to a plastic pollution crisis on campus grounds.
Sample Design Brief (1 Page)
Project Title: “Plastic-Free University Campaign”
Who
Client: BINUS University Committee
Target Audience: University students (ages 18–22), teachers, and staff.
What
A visual campaign (posters, social media content) to raise awareness about reducing single-use plastic at school.
designing attractive, practical eusable products (tote bags, cutlery kits, reusable bottles, etc)
When
Campaign launch: September 1, 2025
Duration: 3 months (September – November 2025)
Where
Posters displayed around BINUS University's corridors, cafeteria, and classrooms.
Content posted on BIUS University’s Instagram & student WhatsApp groups.
Why
The school community uses too many single-use plastic bottles and bags daily.
The campaign will encourage eco-friendly and sustainable habits (reusable bottles, tote bags, cutlery kits).
Goal: Reduce single-use plastic by 30% within 3 months & to reduce plastic pollution overall within campus grounds.
How
Create a visual campaign using visual communication & storytelling to raise awareness about plastic waste
Distribute attractive posters with eco-friendly messages to display around campus
Create a hashtag #TripleRbyBINUS (Reduce Reuse Rethink) for Instagram posts.
Collaborate with the cafeteria to promote discounts for students who bring reusable containers
Design a totebag features an illustration or graphic design to appeals the user's aesthetic.
Sample Deliverables – Session 2: Research Exercise
1. Short Persona Description
Target Audiance: Student Binus Alam Sutera Universary
Age: 17-22
Gender: Female and Male
Location: Alam Sutera, Tangerang
Quantitative Data:
Age: 17-22
Gender: Female & Male
Study at Binus Alam Sutera
Uses single use plastic and bottles
Qualitative Data:
Hobbies: Social media, community events, hanging out on campus, trendy lifestyle activities
Lifestyle: Trendy, eco-conscious, always online
Values: Care about trendy social movements, wants to contribute positively, open to change
Aspirations: Want ot make the campus commnity a better place, join/lead eco-friendly or social initiatives
Media Habits
Instagram, TikTok, WhatsApp groups
Watch YouTube in free time
Engage with memes & campaigns if visually appealing
Follow university community pages & trendy campaigns online
Pain Points (related to plastic use)
Buy bottled water daily → don’t always bring tumbler
Cafeteria automatically provides plastic straw and bag
Limited access to refill stations on campus
Convenience makes plastic use hard to avoid
Summary Statement:
A Binusian who is around the campus studing or working at Binus Alam sutera who often use single use platic, active in the internet and engage in sosial activity
2. Visual Mind Map of the Audience
(Can be drawn as circles on A3. Here’s the text version.)
Center Circle: “Plastic-Free University Campaign”
Branches:
Demographics (Quantitative)
Age: 17-22
Gender: Femlae & Male
Location:BINUS Alam Sutera, Tangerang, Indonesia
Education: University Students, lecturers, staff
Psychographics (Qualitative)
Hobbies: Social media, community events, hanging out on campus, trendy lifestyle activities
Lifestyle: Trendy, eco-conscious, always online
Values: Care about trendy social movements, wants to contribute positively, open to change
Aspirations: Want to make the campus community a better place, join/lead eco-friendly or social initiatives
Media Habits
Instagram, TikTok, WhatsApp groups
Watch YouTube in free time
Engage with memes & campaigns if visually appealing
Follow university community pages & trendy campaigns online
Pain Points (related to plastic use)
Buy bottled water daily → don’t always bring tumbler
Cafeteria automatically provides plastic straw and bag
Limited access to refill stations on campus
Convenience makes plastic use hard to avoid
plastic food packaging waste, mostly from canteen or online delivery.
reusable bag you can take and return after use?
exp:
buy something -> buy a bag for it -> after use give the bag back you get your money back
?
Instead of wasting lots of plastic bags , bring your own reuseable totebags
Find an alternative material to substitute plastic that is more environmental friendly.
People don't bring their own botol to campus which makes them buy single use botol
Plastic bags are often thrown away carelessly.
the convenience of plastic makes people overuse it daily.
Plastic ruins the environment at campus.
too many disposable plastic cutleries are used within campus ground even though there is a canteen
too many plastic is being use without people thinking of the consequences
Who; Mahasiswa dan staff sekitar binus
Why : to reduce plastic pollution and promote sustainable habits
Where: Indoor and outdoor around campus , promote it on social media
what
poster campaign
totebag design
When : as soon as possible to prevent harmful and destructive things that can occur
how: creating visual campaigns & packaging designs to raise awarenesss about plastic waste , using visual communication & storytelling to shift consumer behavior from convenience to responsisbility
Recycle -Reuse - Reduce
Sosial plastic waste campain for the campus and the people around it while providing an alternative with eye catching reusable bag and bottles
launch awareness campaign to show the impact of plastic waste. (thru social medias/posters)
Add text
Add text
MINIMALIZE PLASTIC WASTE
Ideas
Rough
Sketch
Final
Project
display reference
sketches
our character design
poster concept reference